In his
bestseller, "The Tipping Point," Malcolm Gladwell provided insights
to understanding why change occurs. For example, he asks why a major
city suddenly has a drop in violent crime for no apparent reason.
Or, why an outbreak of flu flares up without a known cause.
Gladwell's conclusion is that there is an identifiable entity that
makes the difference. As a result of a specific incremental change -
the "tipping point" - people behave differently and the action
ripples outward so that transformation occurs. In his examples, a
minor shift in police activity and a two percent increase in the
number of flu contacts were the tipping points.
Where is the
tipping point in a sale?
In
traditional selling, the close is the tipping point. It is relied on
as the crucial element that makes or breaks a sale. Books have been
published, articles written, and presentations made to illustrate
the many hundreds of closes. Each is trumpeted as a powerful
solution to concluding a sale successfully. Examples include:
Impending Event Close ("the price is going up on Monday"), Ben
Franklin Close ("let's decide this in the same way that a great
American made decisions"), Puppy Dog Close ("just hold this and get
the feel of it, I know you'll love it"), God Close ("it's not
between you and me if you buy it, it's between you and your Maker"),
Better Alternative Close ("do you want this delivered on Wednesday
or Friday?"), Yes-Yes-Yes Close (get them to say yes to a series of
questions to form the habit), and Enlightened Path Close ("if I can
show you a way"). They all make us wince because of their
artificiality. They all reek of "salesy-ness." Rather than being
unique intellectual ploys, they are shallow traps. Closes like this
are a sure giveaway that the salesperson is manipulating the
prospect.
The center of
gravity is the salesperson and how cleverly he closes to entrap the
prospect is the key. No wonder the stereotype of salespeople is so
shabby. Inherent in the ornate presentations and the snazzy closes
is an aura of trickery that destroys trust. Despite all the
shortcomings, however, traditional selling does produce sales. And,
its tipping point is at the close.
What's the
tipping point in the Sandler Selling System? It occurs at the very
beginning of the selling process. Without ruse, the Sandler-trained
salesperson establishes the ground rules for time, objectives, role
responsibilities, and outcome (called the Up-Front Contract) and
insists on mutual agreement on all points before continuing. Without
consensus, the sales interview does not proceed. At that instant of
mutual agreement, the tipping point is reached and the salesperson
continues to close the sale or close the file. There must be
crystalline understanding and mutual concurrence before continuing.
By so doing,
the prospect relaxes because he understands what is going to happen
during the sales meeting and what is not going to happen. Perhaps
more importantly, he believes that he has the power to end the call
if he chooses.
At its
deepest significance, the Up-Front Contract levels the playing
field. It demolishes the scenario of the prospect elevated to a
lofty position issuing commands and demands to the subservient
salesperson like they were coins to the impoverished. In the
stereotype, the prospect dictates "send me literature" or "submit a
proposal" or "call me after I think it over" and the salesperson
capitulates by saying "I'll send it immediately" or "I'll call you
next month." Rather, the Up-Front Contract forges an agreement
between mature adults to decide to do business only if there is a
reason. Nothing more, nothing less. The Up-Front Contract makes them
equal players on a level field. The entire debilitating and
humiliating stereotype of the salesperson is erased with the use of
an Up-Front Contract.
The tipping
point occurs when there is mutual agreement on the Up-Front
Contract. The salesperson establishes control and closes the sale
before any presentation is made. The prospect, on the other hand, is
secure because he knows what's going to happen and has agreed to it.
He feels that he is in control because he has a mechanism to escape.
Most importantly, the focus is on the prospect and the prospect's
problems. All this is achieved without trickery or gadgets. The
prospect tips the sale when he agrees to the Up-Front Contract.
©
Sandler Systems, Inc. All rights
reserved.
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